I think Google was saying they were going to stop tracking your individual preferences and just use their AI to accurately group you in with other people of similar likes, then ad bust you all equally without any type of intrusive personal discrimination entering the picture.

.......     po-tay-to,    po-tat-o   ........

I think of it as an "efficiency" drive on Google's part.

Google and MS and the others recognize that the current administration is not their fans any longer, so they are swinging to get in line to the new party line.